Netflix is ​​”wisely” expanding into interactive experiences

Netflix invests a lot of time and energy in games, but the company sees its work on games as part of a broader initiative around interactivity, co-CEO Greg Peters said on its Q3 2025 earnings call today.

“So far we’ve mostly talked about our work in this space as games because that’s an easy shortcut,” he said. “But we see this initiative as being more about interactivity at scale. How does interactivity become a complement to linear storytelling? And how is it able to unleash entirely new entertainment experiences?” He mentioned for example Real time votingwhich is Netflix Testing offline with Dinner Time Live with David Chang And plans to use it with He lives Star search alive In January. “We expect to introduce other interactive features to deepen engagement with live events as we move forward,” Peters said.

Recently, Netflix has too She rocked her gaming strategy Partly to focus on multiplayer games, including a range of games You will be able to play on your TV Using your smartphone as a controller. “These games are very accessible,” Peters said. “It’s just like our series and movies. You swipe to the games tab, choose what you want, click on it, and you’re in. You don’t need a special controller — that’s the key to that access.”

And in “the coming years,” Netflix expects that “creators will find really interesting and innovative ways to unleash all the power of the incredibly advanced console that we all have in our pockets, which is of course our phones,” Peters said.

The company is also putting its efforts into offering games based on its own franchises, games for kids, and more mainstream games such as Grand Theft Auto: The Trilogy – Definitive Edition.

With its approach, Netflix sees it as “not only expanding audience engagement with the story, but creating a synergy that enhances both mediums, the interactive and non-interactive side,” according to Peters. “It drives engagement and drives retention, thus supporting the business.” In the future, the company will “prudently ramp up its investments in this area,” but Netflix is ​​”very excited about the progress we have ahead of us.”